16.12.08

This is a great example of how a brand can extend their portfolio by thinking outside the box. Duracell introduced an energy drink with the looks of their battery lay-out.

I followed some blogs that also posted about this new product and the reactions/comments were very different. Some found it great and others thought that it was absolutely silly.

I think it is magnificent. The scope of Duracell, with their batteries, was extremely narrow and because of heavy competition they had to come up with something different. I see batteries as mobile energy suppliers. Therefore an energydrink, to my opinion, is a perfect combination. I am looking forward to also have Duracell coffee, fruit, energybars and maybe even sporting clothes/shoes. Why not? They all can supply the consumer with mobile energy. Direct or indirect.

What do you think of it?

Look at their website for more information about the Duracell Energy Drink.

27 comments:

Dear Dirk, first of all let me thank you for your comment. My name is Karin Brezinova and I´m one of the +DURACELL ENERGY DRINK team. I would like to mention one important note: this energy drink does not come from the producer of Duracell Batteries (Procter&Gamble). It is a product of company El NIŇO BEVERAGES, a.s.I´m curious how did you find out about +DURACELL ENERGY DRINK? thx

www.duracelldrink.com is our official website and we do not present our energy drink as a product of Duracell Batteries. Unfortunately I do not speak Dutch. Also if you would see the can you would find out the correct producer.

I think it is great! Cool idea. I get many smiles when i offer people this drink.

I am dissapointed that it is not Duracell company. It would have been such a smart move. But whom ever came up with the idea is a genious. It is so logical, anyone could have come up with it, but only one person did.That is the power of great ideas. It feels like it is so obvious that eveni could think of it. But i didn't.And i am jealous of the person who did.I think it is really cool.

Where can i buy more cans?I live in Holland.

I bought them in Prague.

The Chech people have more insane ideas like Garic flavoured crisps. Really strong flavour. Brilliant!!!

Thanks for writing such an interesting article. Its really good to know about the batteries in detail. Seriously do we realize how many things in your house that need batteries? Let’s count it, from the flashlight, cell phone, iPod, cameras, and many more. Knowing it should make us realize on how essential the presence of the batteries in our daily life. However, with that so many kinds of battery, which is generally different between one to another, sometimes we have some difficulties in finding the desired type.

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